Shut Up and Listen
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This document discusses strategies for creating content that spreads effectively on social media. It argues that wanting to go viral for its own sake is misguided, and that content should be designed for the long term by being high quality and shareable. The key is to listen and refine content based on how people respond in order to maximize the benefits of sharing for users and minimize risks of oversaturation or spam. The goal should be developing influential "clouds" by creating experiences that add value, not just increasing metrics like follower counts.
![THE PROBLEM WITH [THIS] IS
THE MORE YOU FALSELY RATE,
THE LESS VALUABLE THE
MARKETPLACE BECOMES.
- Duncan Watts, Principal Research Scientist, Yahoo Labs](https://image.slidesharecdn.com/sual-101102201326-phpapp01/85/Shut-Up-and-Listen-28-320.jpg)
![Hi, we’re Espresso.
We’re an organization that firmly believes it’s time to stop wasting precious marketing
dollars creating ads that people ignore, and focus instead on creating fully integrated
experiences that infiltrate all channels to drive sales. We’re super-committed to
doing it in the most [cost-]effective way possible – while never losing sight of our
relentless pursuit of being Amazing at Life™.
STAY IN TOUCH,
WHY DON’T YOU?
TORONTO
Jacquelyn Cyr, CEO + Owner
416 620 6773
jacquelyn@brandinfiltration.com
BOSTON
Marta Kagan, Managing Director, US
617 477 5811
marta@brandinfiltration.com
THE STATS
Founded: 1996
Staff: 31
Key clients:
Callaway, Carlsberg, City of Toronto,
eBay, Koodo, Samsung, Pearson
brandinfiltration.com](https://image.slidesharecdn.com/sual-101102201326-phpapp01/85/Shut-Up-and-Listen-49-320.jpg)
Shut Up and Listen
- 1. SHUT UP AND LISTEN. IN A WORLD OF INCESSANT TALKERY, THE BUZZ CAN MASK THE REAL DEAL.
- 2. November 2, 2010 Presented by Espresso. All Content Private & Confidential 2
- 3. SO YOU WANNA GO VIRAL.
- 4. SO YOU WANNA INFLUENCE THE INFLUENCERS.
- 5. SO YOU WANNA GET A BAZILLION FOLLOWERS.
- 7. November 2, 2010 Presented by Espresso. All Content Private & Confidential 7
- 8. WANTING TO GO VIRAL IS EQUIVALENT TO WANTING TO TARGET EVERYONE.
- 9. YOU NEED LESS INFLUENCE BY KLOUT, MORE INFLUENCE BY CLOUD.
- 10. VOLUME ISN’T AN END GOAL. WHAT YOU DO WITH IT IS.
- 11. SO.
- 12. November 2, 2010 Presented by Espresso. All Content Private & Confidential 12
- 14. THE DEGREE TO WHICH PEOPLE SHARE YOUR STUFF BOILS DOWN TO ONE SIMPLE QUESTION:
- 15. THE DEGREE TO WHICH PEOPLE SHARE YOUR STUFF BOILS DOWN TO ONE SIMPLE QUESTION: DOES THE BENEFIT OF SHARING OUTWEIGH THE RISK?
- 16. WELL?
- 17. DOES IT?
- 18. SOCIAL MEDIA MARKETING = f(CONTENT, COMMUNITY)
- 20. THE RISKS ENABLING THE RETWEET + ENABLING THE AMATEUR MARKETER
- 21. THE QUALITY WENT FROM HBO TO INFOMERCIAL.
- 22. THE MOTIVATIONS ARE MIXED UP.
- 23. THE VALUE OF THE IMPRESSION HAS DECLINED.
- 24. THE RISKS ARE EXCEEDING THE BENEFITS.
- 25. BOTH SIDES ARE RESPONSIBLE TO FIX THIS DEAL.
- 26. SO.
- 28. THE PROBLEM WITH [THIS] IS THE MORE YOU FALSELY RATE, THE LESS VALUABLE THE MARKETPLACE BECOMES. - Duncan Watts, Principal Research Scientist, Yahoo Labs
- 29. November 2, 2010 Presented by Espresso. All Content Private & Confidential 29
- 30. OKAY.
- 31. LISTEN.
- 32. IF YOU WANT YOUR CONTENT TO SPREAD TO THE RIGHT PEOPLE…
- 33. AND YOU WANT TO DRIVE CLOUDS OF INFLUENCE…
- 34. AND YOU WANT THE BENEFIT OF SHARING TO OUTWEIGH THE RISK…
- 35. AND YOU DON’T WANT TO DEVALUE THE CHANNEL OVER THE LONG TERM.
- 36. IT’S NOT ABOUT ANY OF THIS.
- 39. November 2, 2010 Presented by Espresso. All Content Private & Confidential 39
- 40. IT’S ABOUT THIS:
- 45. 5 LISTEN AND REFINE. LISTEN AND REFINE. LISTEN AND REFINE. LISTEN AND REFINE. LISTEN AND REFINE. LISTEN AND REFINE.
- 46. November 2, 2010 Presented by Espresso. All Content Private & Confidential 46
- 47. BUZZ.
- 49. Hi, we’re Espresso. We’re an organization that firmly believes it’s time to stop wasting precious marketing dollars creating ads that people ignore, and focus instead on creating fully integrated experiences that infiltrate all channels to drive sales. We’re super-committed to doing it in the most [cost-]effective way possible – while never losing sight of our relentless pursuit of being Amazing at Life™. STAY IN TOUCH, WHY DON’T YOU? TORONTO Jacquelyn Cyr, CEO + Owner 416 620 6773 jacquelyn@brandinfiltration.com BOSTON Marta Kagan, Managing Director, US 617 477 5811 marta@brandinfiltration.com THE STATS Founded: 1996 Staff: 31 Key clients: Callaway, Carlsberg, City of Toronto, eBay, Koodo, Samsung, Pearson brandinfiltration.com